Knowledge is Power: boosting rail passenger confidence

Recent research conducted by Savanta for the Office of Rail and Road revealed that total awareness of the service is strong, with 67% of rail users indicating awareness when prompted. However, spontaneous recall of the Rail Ombudsman’s name is low, with only 2% of rail users able to name the Rail Ombudsman without prompting.

Awareness is highest among regular rail users who travel weekly (72%) and those requiring assistance with rail travel (75%). Yet, there’s room for improvement, particularly among younger (16–24-year-old) and digitally disengaged* rail users, who appear to be less familiar with the Rail Ombudsman (40% and 51% respectively).

Total awareness of the Rail Ombudsman by key rail user sub – groups

* Digitally disengaged respondents are defined as individuals who lack internet access at home, on their smartphone, PC, laptop, or tablet, and/or exhibit low confidence levels in using online platforms.

Why is awareness important?

Our research shows that the Rail Ombudsman significantly impacts passenger’s confidence when travelling by rail and their actions. Those who were already aware of the Ombudsman are more confident in being protected as a consumer when travelling by rail and are more likely to say they would escalate an unresolved complaint to the Ombudsman.

While two-thirds (67%) of rail users express trust in their rights, this soars to 86% once users learn about the Rail Ombudsman’s role. The increase is even more pronounced among those spontaneously aware of the Rail Ombudsman, with 95% expressing confidence in their rights being protected.

Taking actions follows the same track. Those who were already aware of the Rail Ombudsman are also more likely to say they would escalate an unresolved complaint to the Ombudsman. Among rail users, 77% say they would take an unresolved complaint further, and this figure rises to 87% among those spontaneously aware of the Rail Ombudsman.

How awareness impact confidence and actions

The Rail Ombudsman serves a vital role in reinforcing passenger confidence and ensuring that the rail experience is not only enjoyable but also fair. While a majority of rail users are aware of this service, it’s clear that more can be done to enhance the recognition and understanding of the Ombudsman, particularly among younger and digitally disengaged passengers. By improving the Rail Ombudsman’s visibility, more passengers can be empowered to seek complaint resolution and travel with confidence in their consumer rights.

For more detailed insights please visit The Rail Ombudsman | Office of Rail and Road (orr.gov.uk)